Fulham F.C. Unveils Brand Refresh Built on Craven Cottage's Hand-Rendered Lettering
Fulham Football Club has introduced a fresh visual identity that includes a custom typeface named FFC Original, developed in collaboration with F37 Foundry and the agency Music. This new design draws inspiration from the hand-painted signs at Craven Cottage, which is the oldest football stadium in London. The creative direction, led by Music—known for its collaborations with the Brit Awards and Manchester City—reflects this unique in-stadium lettering. According to CEO Dave Simpsons, the club's heritage plays a significant role in shaping its contemporary identity. This update aligns with Fulham's 145th anniversary and the Riverside Stand's redevelopment. Marketing Director Jack Burrows highlighted the club's broader audience, with the new identity set to feature in matchday graphics, campaigns, and retail, including a 2026/27 away kit inspired by the 1990s.
Key facts
- Fulham F.C. commissioned a brand refresh from its long-term creative agency Music
- The bespoke typeface FFC Original was developed with F37 Foundry
- The typeface borrows from hand-rendered lettering found inside Craven Cottage, described as the oldest football stadium in London
- Fulham Football Club has a history of more than 145 years and is approaching its 150th anniversary
- Dave Simpsons is CEO and executive creative director at Music
- Jack Burrows is marketing director at Fulham Football Club
- The identity spans matchday graphics, campaigns, retail and moving image
- A 2026/27 away kit campaign draws on 1990s visual language
- The refresh follows Newcastle United F.C.'s first new crest since 1988 and Arsenal's bespoke blackletter typeface
- Music has previously collaborated with the Brit Awards, Manchester City and London Fashion Week
Entities
Artists
- Dave Simpsons
- Jack Burrows
- David Rudnick
- Paul M
- Yinka Ilori
- Daryn
- Debbie Millman
- Micaiah Carter
- Bijou Karman
- Dave Simpson
Institutions
- Fulham Football Club
- Music
- F37 Foundry
- Newcastle United F.C.
- Arsenal
- Manchester City
- Brit Awards
- London Fashion Week
- Craven Cottage
- Riverside Stand
- Fulham pier
- Formula E
- Mox
- Horah Inc
- SourceType
- Wonderhood Studios
- Studio Kiln
- It's Nice That
- Nicer Tuesdays
- F37
- Fulham FC
- Fulham Pier
- adidas
- Premier League
- Creative Boom
Locations
- London
- United Kingdom
- Fulham
- Los Angeles
- Manchester
- Craven Cottage
- Riverside Stand
- SW6